|Title: AN APPROACH ON RFM TOWARD CLV: THE CASE OF B2B GARMENT SUPPLIERS|
Nguyen Phu Son, Loi QuangVinh, Ngo Giang Thy, Tu Van Binh and Le Thi Thanh Hieu
Based on the database of 36,199 rows, equivalent to 263 active customers extracted from big data of a textile company, the model of RFM is applied toward the market segment. Parallel, the customer lifetime value (CLV) is approached. The finding is a significant contribution to the textile industry toward the four market segments. Particularly, the CLV is found, it is a very important contribution not only to discouraging spam, but also to reducing churn risk and retaining customer satisfaction through sales and marketing strategies.
|Keywords: Customer lifetime value, RFM, Vietnam.|